In the new world of never-ending choices of music and entertainment, independent musicians (those without a major label recording contract) are realizing that in order for people to hear their music, they need to not only know how to book their own gigs but also how to market themselves to an over-saturated audience. Kristianson, with the help of the Mad Music Marketing Minutes’ host, Billy Grisack, breaks down a few of the rules of direct response campaigns and helps to demystify do-it-yourself marketing in the music industry.
“My wife and I got into music marketing a few years ago when we started meeting people in the music community, saw what was going on behind-the-scenes and realized so many musicians had no or very little business skills. It was frustrating to see them giving up on their dreams because they weren’t making money doing what they love,” stated Neil. “They had great music skills; writing, performing on stage; but when they came off stage, they couldn’t market themselves.”
Kristianson says direct response and direct-to-fan is a proven successful technique for today’s digital online marketing. It differs from brand marketing in that you are asking people to take a measurable action so you can determine how many people are responding to specific marketing campaigns. One way to do this is to have a call-to-action on your website or on a card you hand out at your shows. The call to action is “Go to this web page and sign up to be on my email list. In return you will receive a free download of my new song!” But Neil and Billy both point out that in order to make direct response marketing work, the artist needs to follow-up with fans and work on developing the musician-fan relationship. To listen to the full Mad Music Marketing Minutes podcast, go to http://www.spreaker.com/
About Only Sky Artist
Only Sky Artist is owned by husband and wife team, Neil and Jennine Kristianson. They provide marketing resources for DIY independent artists as well as coaching and custom marketing services. The Kristiansons maintain a blog of marketing tips for musicians and can be found on Twitter and Facebook as OnlySkyArtist and at www.onlyskyartist.com.